Create effective responsive display ads

Official guide to responsive display ads and standard image ads.

The three critical elements of a display ad are the image, message, and design. This checklist outlines how to create effective responsive display ads and standard image ads so that you can drive better performance with your Display campaigns.

1. Determine whether you’re optimizing for more efficiency or control

If you want to drive more efficiency with your display ads, use responsive display ads.

Rotate in fresh display ads every few weeks. If you’re using responsive display ads, swap out poor performing creative assets for new ones.

Why: Even great banners can become less effective over time. Ad rotation prevents people from developing ad fatigue.

If you want to drive offline sales with your display ads, use location extensions or local catalog ads.

Why: Local formats for Display ads automatically include rich location and product information using your Google My Business account or product feeds. Show your store hours, photos and more to help drive more foot traffic to your store.